Marketing's contribution to the implementation of business strategy: An empirical analysis

• 成果类型: Article
• 署名作者: Slater, SF; Olson, EM
• 署名单位: University of Washington; University of Washington Bothell; University of Colorado System; University of Colorado at Colorado Springs
• 刊物名称: STRATEGIC MANAGEMENT JOURNAL
• ISSN/ISSBN: 0143-2095
• DOI: 10.1002/smj.198
• 发表日期: 2001
• 页码: 1055-1067
• 关键词: Business strategy; marketing strategy; STRATEGY IMPLEMENTATION; performance strategy types

摘要

This paper describes a study that assesses the performance implications of matching marketing strategy to business strategy. In order to conduct this study we first reviewed the literature on marketing strategy to identify its key dimensions. We then conducted a survey of 1000 senior marketing executives about the strategic marketing practices adopted in their respective firms or business units, and developed scales to describe 11 strategic marketing activities. We next performed a K-means cluster analysis using these scales to develop a taxonomy of marketing strategy types consisting of: Aggressive Marketers, Mass Marketers, Marketing Minimizers, and Value Marketers. We then observed that superior performance at the firm or SBU level was achieved when specific marketing strategy types were matched with appropriate Miles and Snow (1978) business strategy types. Copyright (C) 2001 John Wiley & Sons, Ltd.